BIO Web of Conferences 12, 03005 (2019) https://doi.org/10.1051/bioconf/20191203005 41st World Congress of Vine and

Motivations for adoption by vineyards worldwide: A literature review M.C. Borges and D.C. de Menezes

Federal University of Rio Grande do Sul - Av. Bento Gonc¸alves, 7712 Porto Alegre, Brazil

Abstract. Wine tourism has been increasingly implemented by wineries in several countries around the world. This article aims at identifying the motivations for wine tourism adoption by wineries around the world through a narrative bibliographic review. This paper includes an analysis of articles related to the subject taken from the Web of Science database. In this article, we identified the objectives, methods, and conclusions reached by authors, who researched wine tourism. The bibliographic survey based on the keywords “wine” and “tourism”, resulted, after refining it by reading titles and abstracts, in 20 articles. The results show that most wineries in the studied sample adopt wine tourism as a strategy to achieve marketing-related benefits. Also, some wineries are motivated by the competitive advantage, economic development and increasing demand for such service. It is concluded that wineries are increasingly seeking to adapt to current consumer demands. From the perception of the importance of service experience offered to the consumer, mainly in the product sale.

1. Introduction justifying and better understanding the dimensions of the emerging subfield [6]. The wine sector is being studied under different Due to competitiveness, some products such as still and perspectives in the academic world; however, concerning sparkling wine were associated with specific territories, the tourism perspective an interest for further studies on with regional brands and certification of origin. Some this subject awakened as of the year 2000 [1]. Every year, regions organized themselves into productive clusters millions of tourists to Europe and other wine regions and specialized in particular products based on this such as Australia, New Zealand, the United States, South structure [7]. The concept of wine tourism, even today, Africa and Latin America [2]. is not uniform, due to the many approaches to defining Tourism is an activity that has stood out in recent it. When based on the marketing approach, most of the decades because it is a product that can only be consumed definitions are set on motivations and experiences related on the spot, and has been considered necessary in the to wine potentials and tourists [6]. Also, wine tourism can local development of the regions in which it occurs [3]. also be considered as the visit of vineyards, wineries, wine Segmented tourism emerges alongside the development of festivals or grape shows in which the primary motivation new proposals and destinations, in which wine tourism is for tourists is related to wine tasting and the attributes of a found (enotourism). Wine tourism is characterized by the wine region [8]. delocalization motivated by the interest in getting to know Taking other elements into consideration wine tourism wine-producing regions [4]. can be: [....] segment of the tourist phenomenon, which In European countries, considered “the old world” involves the movement of people, motivated by the when it comes to wine, the relationship between tourism organoleptic properties and by the whole context of wine and the beverage is already considered a tradition. These tasting and production, as well as the appreciation of countries perceived that the association between these two traditions, culture, gastronomy, landscapes and the typical chains showed potential regarding economic and social characteristics of the regions producing grapes and . development as well as wine heritage [5] and added It is a phenomenon endowed with subjectivity, whose main value to enable new consumer experiences. Thus, this substance is the encounter with those who produce grapes study proposes to answer the following question: Why and wines [9]. do winemakers adopt wine tourism? This question arises Still, on the existing theories within wine tourism, the from the fact that winemakers are increasingly investing different perceptions related to wine tourists’ motivations in tourism, but it is essential to know their motivations for are noteworthy. If on the one hand there are those this adoption. who defend that its primary motivation is the wine, its tasting, celebrations, and grape growing [8]. On the other hand, Johnson (1988) apud [8], infers that the particular 2. Theoretical background landscape of the vineyards and the search for leisure Wine tourism had its first research phase in the 1990s through wine, in recreation not directly involving the since the first conference on the subject was held consumption of the drink, also defines the motivation for in Australia (1998). This first conference focused on the enotourist.

c The Authors, published by EDP Sciences. This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0 (http://creativecommons.org/licenses/by/4.0/). BIO Web of Conferences 12, 03005 (2019) https://doi.org/10.1051/bioconf/20191203005 41st World Congress of Vine and Wine

For a destination to be attractive to tourists, it analyze what has been produced in the world about wine is necessary to have the support and infrastructure to tourism. receive and provide expected services. Wine is considered Initially, 391 texts were found regarding the subject the central product of both the wine and the wine using the words “wine” and “tourism.” To refine the tourism industry. Some services are considered essential selection, the titles and summaries of the papers found for increasing benefit perception by tourists, such as were read. The reading process allowed the identification tasting, courses and lectures, customer service, wine clubs, of 20 articles that were relevant to this research. An Excel wine tours, as well as the attributes of wine and the file was used for the recording of the articles for their landscape [10]. analysis. After that, a full reading was done. In addition to the services considered basic, enotourism The analysis of the data was carried out from the data also offers complements as recreation and relaxation, bank generated in Excel, resulting in some tables and entertainment and events, as well as hospitality and charts for the presentation of the sample. other typical tourism services (such as lodging and transportation) [10]. 4. Results and analyses In this context, it is possible to perceive that the growth of the tourism is associated, to a large extent, to the sum In order to meet the proposed objective, this study gathered of the wine products to other tourist attractions and of articles published in the Web of Science database. The data diffusion [1]. Moreover, in the world scenario [11], states were published until December 2017, regarding the theme that the number of segments in the “old world” countries, of wine tourism. such as France, and in “new world” countries such as South Twenty articles were selected, which indicated some Africa was made possible by the combination of activities motivation on the part of winemakers to adopt the wine gastronomic tourism, and in wine tourism strategy. The selected articles are listed in Table 1. producing regions. Then, we wanted to know more about the selected As of the 1950s, with the technological and scientific sample. Therefore, a table was elaborated according to evolution, some European countries began to perceive each selected year, as well as the various sources and the the dimension of tourism and began to take advantage number of articles published by year (Table 2). of its cultural and infrastructural characteristics in the Wine tourism has grown continuously in the last search for greater competitiveness in the market. Tourism, 50 years, becoming one of the fastest growing economic therefore, has become one of the pillars of the international sectors in the world [13]. There is still, however, a debate scenario [9]. about its benefits for winemakers and the environment by Wine tourism development, therefore, requires not Hall (1996) apud [14]. only the infrastructure of grape growing but also additional The definition of wine tourism most cited in the articles services related to wine and other activities, sometimes not is that of Hall (1996) apud [14]: Wine tourism can be related as much. The enotourist looks for an experience defined as visits to vineyards, wineries, wine festivals that goes beyond the core offered by the wine industry; and wine shows where a tasting of grape wines and the enotouristic consumption expects to feel and perceive experiencing the attributes of a grape wine region are the the local culture, from other products, costumes, and main motivating factors for visitors. gastronomy. Also, wine tourists are also looking for On the other hand, the definition of [15]complements attracting destinations, in the landscape and climate, as the previous definition with other services and experiences, well as to obtain information [6]. These perceived items making it broader and more complete: Wine tourism is, demonstrate the magnitude of the wine tourism, the therefore, the offer of goods and services that are not only complexity of its services and the impact of its changes, associated with wineries and canteens, but also with all once it involves different sectors and activities to generate the businesses involved with wine and tourist activities, an experience that the tourist will consider valid. including the means of accommodation, , tours, If, on the one hand, there is the highest perception of tourist guides and drivers, gift vouchers and agreements, benefits related to the negative impact caused by tourism, among other services. From these analyses, it is possible on the other hand, since 1990 the negative impact has also to see all the involvement and commitment of the wine begun to be studied, including inhabitants of the regions tourism with the tourist enterprises in general. visited in the research [12]. Previous studies have shown the characteristics of Therefore, the development of wine tourism was the tourist services’ consumers, their choices regarding studied taking into consideration the companies involved destinations and the motivations that bring these tourists to in the business, the tourists, the inhabitants of the certain places. It is, in the meantime, essential to identify tourism regions and other elements involved as control the motivations of the winemakers to adopt the wine and regulation agents of the sector, as well as incentive tourism strategy, since the implementation of this service foundations, among others. demands some investment. Therefore, considering Table 3, it is possible to identify the apparent motivations in the 3. Method articles analyzed. The winemakers presented various motivations for The objective of this study is to identify the motivations for the adoption of wine tourism. However, in the sample the adoption of wine tourism by winemakers. To achieve of articles studied, most of the articles presented some this objective, a bibliographic review was carried out. motivation related to marketing. [16] present wine tourism The method consisted of analyzing objectives, methods, as a form of consumer experience, bringing direct sales and studied segments and conclusions of papers published in relationship to the consumer. Wine tourism is increasingly the Web of Science database. This method allowed us to associated with marketing, which is an important strategy

2 BIO Web of Conferences 12, 03005 (2019) https://doi.org/10.1051/bioconf/20191203005 41st World Congress of Vine and Wine

Table 1. Analyzed articles and their respective authors. Title Authors Bibliometric analysis of publications Amador Duran´ Sanchez,´ Mar´ıa de la Cruz Del R´ıo Rama, on wine tourism in the databases Scopus and WoS Jose´ Alvarez´ Garc´ıa City, architecture, and wine: Wine tourism in the Douglimar Meireles de Oliveira, Antonio Ferreira contemporary society Colchete Filho Combining Wine production and Tourism. Agata Nicolosi, Lorenzo Cortese, Francesco Saverio The Aeolian Islands Nesci, Donatella Privitera Competitive advantages of firms in agro-industrial Adilene Alvares Mattia, Janaina Macke, Janete Sttofel, clusters: Study of wine in Brazil and Chile Daniel Miranda Sala Competitive and innovation factors in wine tourism clusters: A comparative study between Shana Sabbado Flores, Claudio Farias, Gabriel Andrade, consolidated and emerging regions in Brazil and Uruguay Maria Teresa Russi Food and Wine Tourism: an Analysis of Italian Olivieri, F.M.; Giraldi, A. Typical Products Food and wine tourism in Basilicata Angelo Bencivenga, Paloma Dalterio Vollaro, Francesco Forte, Anna Maria Giampietro, Annalisa Percoco Food and Wine Tourism as a Pull Factor for Tuscany Lemmi, E.; Siena Tangheroni, M. Heritage, vineyard, and tourism: specific resources to innovate the territorial development of Julio Jose´ Plaza Tabasco Mar´ıa del Carmen Canizares˜ Castilla – La Mancha Ruiz Angel´ Raul´ Ruiz Pulpon´ Historical and Cultural Wine Heritage on Northwest Gonc¸alo Nuno Ramos Maia Marques, Jose´ Maia Marques Portugal as Touristic Resource Participatory strategy analysis: The case of wine Giuseppina Carra,` Mariagiulia Mariani, tourism business Ivana Radic,´ Iuri Peri Service quality evaluation in the perception of the wine Joao Batista de Freitas, Juan Carlos Mart´ın, tourist with Fuzzy Logic and Ideal Solutions Concepcion´ Roman´ Sustainable Mountain Tourism: An Analysis of Bosnia-Herzegovina’s Wine Tourism and its Future John Hudelson The Prospect and Forecast of China’s wine tourism in 2011 Han Lirong The wine, as a tourist resource for the promotion of local development. an opportunity for the region of Vinalopo Antonio Mart´ınez Puche, Francisco Jose´ Morales Yago (Alicante) and the highlands Yecla-Jumilla (Murcia) Unpacking the geography of tourism innovation in Western Cape Province, South Africa Irma Booyens, Christian M. Rogerson Wine tourism and destination management organizations: Alba Fernandez´ Alonso, Lola Herrero Amo, international case studies Jose´ Antonio Vidal Wine tourism and sustainable environments Ms. Luisa Gonzalez´ San Jose´ Wine tourism in Baja California, Mexico: An analysis of its supply and a comparison with the wine region of Lino Meraz Ruiz, Agust´ın V. Ruiz Veja La Rioja, Spain. Wine tourism: opportunities and challenges for regional Paula Wabner Binfare, Patr´ıcia Lins de Arroxelas Galvao,˜ tourism development in the wine region of the Cleber Augusto Trindade Castro Sao Francisco Valley – Northeast Brazil Source: Created by the author, according to the articles filtered in the WoS database. for the development of the wine industry. Even in countries Wine Routes are established to build and/or consolidate where wine production is a tradition, winemaking is a a reputation for quality in a wine region [...] [18]. Thus, strategy to restrict the relationship with the consumer the reputation can be one of the motivations regarding the [16,17] present wine tourism as an opportunity linked adoption of a wine tourism strategy, since the winemakers to distribution, arguing that it is mainly an opportunity who choose to participate in this process must agree with for small producers – wine tourism eliminates the need it. For [15], the attraction of tourism related to winemaking for intermediaries, increasing margins, and facilitates can be related to the improvement of the image of the marketing since small businesses typically face greater wines offered by a company. Therefore, it is an opportunity difficulty in finding their way into the market. Furthermore, to show the tourist the quality of a company’s products and they draw attention to the infrastructure and the need for to link this quality image to the region where it belongs: higher investments, which may be an initial difficulty for Thus, the image of the products offered during the visit is entry into the wine tourism business. perceived by means of an intrinsic meaning to the visited The wineries inserted in regions where there are an region [15]. Another apparent motivation in a sample active organization, routes, and associations, also present of articles was competitive advantage. [19] comment on motivations for the adoption of wine tourism. [...] the the addition of wine tourism to the already consolidated

3 BIO Web of Conferences 12, 03005 (2019) https://doi.org/10.1051/bioconf/20191203005 41st World Congress of Vine and Wine

Table 3. Motivations for winemakers to add wine tourism X quantity of articles. Motivations Quant. articles 1 1 3 Total por Ano Marketing 5 Competitive advantage 3 Other/unspecified 3 Perception of growing demand 2 ARBOR Ciencia, Pensami ento y Cultura for /Strengthening tourism Offer Qualification 1 Strengthening of the cultural 1

Revista Rosa dos Ventos – Turismo e Hospitalid ade identity of the product Sustainable development 1 Local development/economic 2 development

European Research on Man- agement and Business Economics Clusters 1 Increase the consumption of 1 local wine Created by the author, according to the articles filtered in the WoS database. Pasos – Revista de Turismo y Patrimonio Cultural

gastronomic tourism and complement the importance of considering the growing agricultural tourism. [20]affirm ısticas ´ that some key-factors are capable of promoting and

Revista In- vestigaciones Tur broadening the market, drawing competitive advantages for wine tourism. They are landscape, cultural heritage, rural lifestyle, richness in typical and quality agricultural products and brands of products and territorial brands. Bulletin of Geog- raphy De [21] added the importance of improvements in services to the debate, to guarantee better business performance and increase competitiveness. Moreover, the growing demand for cultural tourism 121116 Cuadern os de Turismo was one of the most important aspects of the adoption of tourism according to [22]. The addition of wine and gastronomic tourism as primary activities and not as secondary is one of the ideas pointed by the authors.

Agriculture and Agricultural Science Procedia The qualification of the offer was one of the motivations found in the sample studied [23] affirm that for some winemaking companies there is no study of the architecture, history, and culture of their region and property so that they can present the most qualified Procedia – Social and Behavioral Sciences information and experience to tourists. [24] increment the discussion, saying that the image of wine or food is not enough to bring a tourist to choose a

Alma Tourism particular , but rather to link this image of the product to the culture of the region could be a solution for this. According to [25], wine-related tourism brings out other aspects such as economic, social and environmental,

BIO Web of Conferences as it is an activity carried out through the culture of wine and the experience that this service provides. Wine tourism is a form of pleasant pleasure around wine and its culture, which is a reflection of wine use of the environment and its impact on the social and economic

SHS Web of Conferences development of regions [25]. Therefore, for the author, the wine tourism is directly related to sustainability and sustainable development. The local development is a motivation presented Procedia 113212211311120

Number of items found by source and year. by [26] for the adoption of wine tourism by some winemakers. Since it is a service that takes place in a particular place and involves the consumption of products Ano Energy 2011 1 Total por Fonte 2014201520162017 1 1 2 2 1 2 1 1 1 1 9 Table 2. Created by the author, according to the articles filtered in the WoS database. from the region itself, the authors believe that wine

4 BIO Web of Conferences 12, 03005 (2019) https://doi.org/10.1051/bioconf/20191203005 41st World Congress of Vine and Wine tourism generates wealth. Wine tourism implies a joy they choose their region as a tourist option. In addition, of local products and is always established as a more not only do winemakers benefit, but the region’s culture is general experiential tourism. Landscapes, environments, valued, generating income and employment. architectural constructions (traditional or more avant- Despite presenting the motivations that led the garde), local gastronomy, are resources that play a winemakers to adopt wine tourism, the analyzed articles fundamental role in the appreciation of tourists [26]. did not present concrete data for these affirmations. Economic development, according to [27], is an Thus, a point to be highlighted for future studies is the important motivation for exploring wine tourism. The measurement of the return on wine tourism investment. generation of employment and income traced by this Many articles make comments on the high costs in activity is important for the regions where tourism takes infrastructure to offer wine tourism services, while not place. Also, wine tourism generates experience and makes presenting return regarding sales, brand image, and it possible for tourists to get to know a region and economic development. appreciate its products. Another motivation was the participation of clusters. The strategic advantages provided by being part of a References cluster related to wine tourism are so clear that many wineries decide to take part in it. In [17], the authors sought [1] M.H.S.G. Gimenes, C. Bizinelli, and F.C. Manosso, to identify innovations in the wine tourism sector based on “Enoturismo E Atividades Complementares: geographical clustering. Estrategias´ Para a Maximizac¸ao˜ Da Experienciaˆ Finally, the last motivation found in the exhibition was Tur´łstica,” p. 1, 2012 the low production cost. [28] presents wine tourism as [2] M.H. Kunc, Int. J. Wine Bus. Res. 21, 325 a business opportunity in regions where the production (2009) cost of wine and the available labor force are cheap, [3] S.K. Da Cunha, J.C. Da Cunha, Rev. Adm. Contemp. and whose landscapes attract tourists. According to this 9, 1 (2005) author, financial support and partnerships for investment [4] H. Tonini, “Estado e Turismo: Pol´ıticas Publicas´ e in infrastructure are essential. Enoturismo No Vale Dos Vinhedos (Brazil)” 6, 213 The articles classified in the category other/unspecified (2007) are those that, although part of the sample, do not present [5] M.S. Guerra Ashton, V. Valduga, E.L. Tomazzoni, aspects that could be identified as motivations for the Investig. Tur´ısticas 10, 90 (2015) winemakers to adopt the wine tourism strategy. [6] D. Getz, G. Brown, Tour. Manag. 27, 146 (2006) [7] A.V. Barquero, Desenvolvimento Endogeno« em 5. Conclusions Tempos de Globalizac¸ao˜ Ð autografado (Porto Alegre: UFRGS/FEE, 2001) The objective of this study was to identify the motivations [8] C.M. Hall, L. Sharples, N. Macionis, Wine Tourism for the adoption of wine tourism by winemakers. A Around the World: Development Management and bibliographic study was carried out analyzing 20 articles Markets (Elsevier Ltd, 2004) regarding wine tourism to identify these motivations. [9] V. Valduga, Caxias do Sul, 0–115 (2007) From this analysis, it was possible to identify the rea- [10] E.T. Byrd, B. Canziani, Y.-C. (Jerrie) Hsieh, sons that led the wineries to choose to add tourism services K. Debbage, S. Sonmez, Tour. Manag. 52, 19 (2016) related to wine. Among them are Marketing, competitive [11] L. Tach, “Trends in wine tourism.” 2007 advantage, perception of growing demand from cultural [12] S. Xu, C. Barbieri, D. Anderson, Y.-F. Leung, tourism/ strengthening of tourism, qualification of supply, S. Rozier-Rich, Tour. Manag. 55, 276 (2016) strengthening of the cultural identity of the product, [13] A.D. Sanchez,´ M. de la Cruz Del R´ıo Rama, Sustainable development, Local development/economic J.A.´ Garc´ıa, Eur. Res. Manag. Bus. Econ. 23,8 development, Cluster and Increasing the consumption of (2017) local wine. [14] M. Beverland, Int. J. Wine Mark. 10, 24 (1998) The articles analyzed contain information related to [15] P.W. Binfare, P.L. de A. Galvao,˜ C.A.T. Castro, winemakers from different regions of the world, but serve PASOS. Rev. Tur. y Patrim. Cult. 14, 1217 as an initial tool to understand the motivations for the (2016) search of tourism as a strategy. The motivation that went [16] D.M. De Oliveira, A. Ferreira, C. Filho, “City, the furthest among the samples studied was Marketing. architecture and wine: Wine tourism in the,” 03026 The wineries seek to increase their options of selling (2016) channels, improve their relationship and better position [17] S.S. Flores, C.V.S. Farias, G. Andrade, M.T. Russi, their brand in the mind of the client who passes through BIO Web Conf. 7, 03024 (2016) the experience within the winery. More and more wineries [18] G. Carra,` M. Mariani, I. Radic,´ I. Peri, Agric. Agric. are adding services to the sale of wine, bringing tourists to Sci. Procedia 8, 706 (2016) participate and get to know and how the wine is produced [19] F.M. Olivieri, A. Giraldi, Almatourism J. Tour. Cult. and the region where production takes place. In so doing, Territ. Dev. 6, 11 (2015) the customer gets more involved with a specific brand. [20] E. Lemmi, M. Siena Tangheroni, Almatourism J. Since the service experience to the consumer is of Tour. Cult. Territ. Dev. 7, 79 (2015) great importance to the sale of the product, winemakers [21] J.B. de Freitas, J.C. Martin, C. Roman, PASOS. Rev. have begun to look for ways to meet their consumption Tur. y Patrim. Cult. 15, 341 (2017) requirements. The wine companies are inserting the [22] J.J.P. Tabasco, M. del C.C. Ruiz, A.R.R.´ Pulpon,´ consumers in the process and offering more benefits so that “Heritage, vineyard and tourism: specific resources

5 BIO Web of Conferences 12, 03005 (2019) https://doi.org/10.1051/bioconf/20191203005 41st World Congress of Vine and Wine

to innovate the territorial development of castilla-la [25] M.L.G.S. Jose,´ “Wine tourism and sustainable mancha Julio Jose´ Plaza Tabasco”, 719 (2017) environments”, 193 (2017) [23] G.N. Marques, J.M. Marques, Rosa dos Vent. 9, 107 [26] A.M. Puche, F.J.M. Yago, Cuad. Tur. 38, 263 (2017) (2016) [24] A. Bencivenga, P.D. Vollaro, F. Forte, A.M. [27] L.M. Ruiz, A.V.R. Vega, Investig. Tur´ısticas 12,73 Giampietro, A. Percoco, Agric. Agric. Sci. Procedia (2016) 8, 176 (2016) [28] J. Hudelson, SHS Web Conf. 01020 (2014)

6